Alpha Foods purchased by collective (Score 35)

Sales lead: The acquisition may lead to higher ad spending and & agency hires.

• Alpha Foods (AF) has been acquired by Livekindly Collective.
• The financial details have not been disclosed. 
• Livekindly's DMs believe this will improve its market positioning and boost its presence in the US. 
• AF's snack foods are sold at over 11k retail locations nationwide. 

Target demographic: Millennials seeking plant-based options

The company will likely:

• Increase ad spend
• Seek new agency partners
• Invest in product innovation

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: AF spent about $4.3k on digital display ads YTD, a huge decrease from $357.8k spent in this channel during the same time period of 2022. 
• YTD data: 639.7k impressions via Facebook (66%) and Instagram (34%). 
• 2021-2022 spend: Full-year spend dropped from $1.7m in 2021 to $379.4k in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis:

• Opportunity: AF may make changes to its roster now that it is under new ownership. 
• Current roster:
  • Scout 22: PR

Insight Sources: Digital spend insights estimated by Pathmatics.